Mining customer data for results.
How do I get new customers?
I cannot begin to tell you how many conversations I have had at networking events that begin with that one question. Donât get me wrong, I completely understand where local and small business owners are coming from when they ask me this. If you have ever asked this question, I know that finding new customers feels like the number one biggest hurdle in your business.
The truth of the matter is that the answer is much closer than you think…
Know who YOU want.
There can be, and often there is, a yawning divide between getting more new customers, and getting more of the right customers. So before you going asking for a floodgate of new customers, be sure to take some time to decide who you want those customers to be. I have no doubt that you can identify the dregs on your current client list; those clients who take more of your time, and more of your energy than feels worth it. On the flip side, you can also probably call to mind your favorite client or clients; the ones who are a joy to serve, who never give you any hassles, who pay on time and without complaint.
So who do you want more of?
Pay Attention to your Good Customers.
Chances are you already have some very valuable information regarding what your good customers respond to. Take a look at what they buy, when they buy. Track what emails they open and what links they click. This information will help you hone in on what they are interested in, and how to translate that into valuable offers. It may also help you personalize your marketing so that you are attracting more of the right kind of prospect by using language and offers that the right client already find irresistible.
Rinse and Repeat.
Do not get lulled into the trap of trying to come up with new and exciting offers and taglines each and every time you promote your business. In the marketing game, consistency is KEY, and if it is boring to you it is probably just starting to sink in with others.
Pay attention to what works for you and repeat it. For example, if you find that checklists are downloaded more than free reports you know that your audience enjoys checklists. If customers buy more during your summer sale than in the winter then offer them more during the summer.
Lead not Follow.
You need to know your business best, and do what is right for you and your customers. Staying ahead of your competition doesn’t mean reacting to everything they do. Instead, create a plan to be proactive.
Differentiate yourself and focus on your customer, and you will be well on your way to standing out in your local market.